-“got milk?” one of the most popular ad campaigns of the 1990s-February, 1993, Jeff Manning, newly appointed Executive Director of the California Milk Processor Board, reviewed reports on per capita U.S. consumption of milk over the last fifteen years.-spent 23 million to make up campaign-strategies behind marketing a commodity and a branded product are very different-commodity has no brand and markets the general category This results in many complexities both on the supply side and demand side-supply side :all companies within general category has an input in it, marketers have lower budget for advertising, promotion, and marketing research than brand marketers, -demand side : change consumer attitudes and behaviors toward the entire cateogory, can be dramatically influenced by other food industries. (i.e. raisin cereal from kelloggs mean millions of dollars for raisins)-campaign showed how terrible it was to be without milk with certain foods like cereal, brownies, or chocolate chip cookies
This is the end of the preview. Sign up
access the rest of the document.